“Cult Beauty’s tone of voice is built around being that knowledgeable best friend…”

We’re kicking off Season 2 of our podcast in style with an inspiring conversation with Alexia Inge, co-founder of Cult Beauty. In this episode, Alexia takes us behind the scenes of launching one of the first digital-only beauty retailers—a bold move that helped change how we shop for beauty online. She explains how Cult Beauty’s tone of voice was essential in setting them apart in the online space and building a global following of loyal beauty enthusiasts.

“Our tone of voice is built around being that knowledgeable best friend—a friend who happens to be a dermatologist but isn’t afraid to tell you when something isn't working. That was the vibe we set out to create, balancing expertise with a sense of humour.

“Many beauty retailers have taken a very serious approach, which has its place given the importance of the industry, especially in the UK as a significant employer and tax generator. But beauty is also about fun and feeling good. We wanted our messaging to be playful and relatable, focusing on making customers feel good, not just look good.

“This playfulness came through in how we talked about products, always keeping the consumer's perspective in mind. For instance, the “Why It’s Cult” section explained why each product was special. Initially, it was a challenge to capture that perfectly, but over time, our team developed a set of guiding questions to help nail it. This section is where the heart and romance come in, highlighting what makes a product unique and worth choosing in a sea of options—distilling the essence of what makes it “cult” and sharing that passion with our audience.”

Listen to the full episode here. Want to learn how Smart Beauty Creative can help elevate your tone of voice? Book in a Discovery Call.